| About The Book Marketing Practices In Developing Economy
I am happy to see this book of cases which provides a South Asia perspective and includes cases from Afghanistan, Bangladesh, India, Nepal, Pakistan and Sri Lanka. The cases cover a wide range from agriculture to manufactured products from micro level decisions to macro oriented ones.
South Asia is rapidly becoming not only the worlds largest producer and consumer, but also the largest productive workforce. Marketers and policy makers everywhere are keen to understand how to exploit the dynamic transformations happening in these countries. This comprehensive book has been written with the explicit objective of increasing the contextual knowledge regarding marketing organizations, problems and practices in South Asia.
Divided into seven sections, this book focuses on the marketing perspective of South Asia and its future with the help of the cases. This book covers macro topics like how to develop a market and marketing institutions, as well as micro topics like branding and advertising strategies faced by the organizations operating in competitive and resource-challenged environments. While the problems and challenges described in each case reflect a situation unique to the organization, it also describes issues common to many developing countries. Each case has been written by authors with extensive academic and/or business experience in the region.
The book adopts a problem-solving approach through the analysis of case studies that can be used by undergraduate and postgraduate students of management at college and university levels. It is equally beneficial for practising managers and marketing professionals.
Table of Contents:
Foreword by Philip Kotler
Introduction to Case Book
About the Editors
Part I: MARKET DEVELOPMENT
Case 1: Grameen Check
Case 2: SHOGORIP: A Storage-cum-Credit Project to Help Small and Medium Farmers
Case 3: Marketing of Ecotourism: The Limestone Caves of the Exotic Emeralds Islands
Case 4: Evolution of a Sustainable PPP Model in the BOP Market
Part II: MARKETING ORGANIZATION
Case 5: Sales Manager of the Year
Case 6: Marketing Nepalese Handicrafts
Case 7: Treasure Island
Case 8: Building an Effective Marketing Organization at PCC
Part III: PRODUCT QUALITY AND MARKET DEMAND
Case 9: Marketing Distribution Planning at Surma Textiles
Case 10: Labour Relations, Product Quality and Market Share
Case 11: Sudden Death on the Soccer Pitch
Case 12: Planet Health
Part IV: PRODUCT MANAGEMENT & MARKET INTELLIGENCE
Case 13: Pamela Shampoo
Case 14: Discovering the Herbal Frontier
Case 15: Managing Product Portfolios in a Mature Market: Hair Care
Case 16: Indian Products Limited: Preparing a Research Plan
Case 17: Positioning in the Retailing Landscape
Part V: BRANDING AND ADVERTISING
Case 18: Black Cat and AIDS: Misconception or Reality?
Case 19: Shahazadi Rice Mill
Case 20: Panja Marka ON TV
Case 21: Branding Nepal: Balancing Scenery and Security
Case 22: Social Communication: Using Star Power to Educate the Youth on HIV/AIDS
Part VI: CUSTOMER SERVICE AND CSR
Case 23: A-One Starch Products Limited
Case 24: Path to Excellence and Growth
Case 25: Women Empowerment: A Case of Prabartana
Case 26: Pakistan State Oil: In With the New
Case 27: Value Enhancement through CSR
Part VII: MACRO MARKETING
Case 28: Garments & Textile Sector of Bangladesh: The MFA Missile
Case 29: SAPTA: The Bangladesh Story
Case 30: Fresh Revolution: With This Wave Embrace the Town?
Case 31: Market Creates Livelihood in Afghanistan
List of Contributors